1. Meaning of Fiat’s brand
Fiat brand is famous for its compact sized cars, that are economical yet innovative. Ranging around 20,000 Euro, these cars have always been targeted towards young and modern professionals.
Fiat Bravo’s advertising is often associated with promoting
- strong Italian heritage
- its enhanced economic value
- its compactness
The Fiat 500 advertising website online is also designed specifically towards the youthful market, where it encourages people to … …
“CREATE YOUR OWN DESIGNS”
In comparison with its other car brands within Fiat S.p.a, the Fiat brand distinguishes itself amongst its other brands like Lancia, Alfa Romeo, Maserati and Ferrari – which are aimed towards the more executive market.
That is why Fiat recently bought over other car brands like Opel, to further expand its current economic car market share in this current economic crisis. Outside of Fiat S.p.a, Fiat’s closest competitor would be Seat Altea, where its design and price range competes very closely with Fiat Bravo.
2. Purpose of the ad
From studying Fiat’s promotion dealer magazines, it was observed that Fiat has been investing into software technology called Eco-drive that can help to make their cars more sustainable to use. So we do see that Fiat brand is aiming to be more sustainable and expanding its brand towards small families, with the aim of learning how to decrease fuel consumption. This is an innovative and cost saving strategy for Fiat to go sustainable without too much cost towards changing their car platforms to hybrid models.
Therefore, with this eco-technology that they just invented in recent years, we hope to advertise Fiat brand as being green, emphasizing the economical and the environmental benefits.
3. Target group relation to brand
From the Hofstede model, we found certain attributes of Dutch people that might help us define our target market as shown below:
- Low MAS – Everyone is involved in the decision process of buying a car.
- High LTO – There is looked at the long-term benefits when buying a car
Therefore, the values of the FIAT BRAVO that can appeal to can be:
c. Easy to park, easy to drive
d. Sustainable innovation
So our proposition is to create a transformation approach by promoting the eco-friendliness of Fiat Bravo. Our aim is to educate the market more about the Eco-Drive program, which helps customers to save money.
Therefore, the core of the ad would be on:
- Buy the car because it is economical, innovative and eco-friendly
The personalisation approach of the Eco-drive program in Fiat Bravo will also be emphasized, to show how one’s personal driving skills can be uniquely assessed by software instead of physical alterations to the car. So this brings about a more personal focus.